Anna Malmhake has been named as the new managing director for Activision Blizzard across EMEA.
She will lead the publisher's go-to-market commercial organisation, which will this year launch Crash Bandicoot 4: It's About Time, World of Warcraft: Shadowlands and Call of Duty: Black Ops Cold War.
Malmhake joins from alcohol beverages giant Pernod Ricard, where she served as a member of the executive committee, and chairman and CEO of The Absolut Company, which is best known for Absolut Vodka, Malibu, Kahlúa and Our/Vodka.
She will start her role on Wednesday, September 16th, and will be based in the UK.
The EMEAA role has been previously held on an interim basis by Philippe Sauze, who will now focus on leading Activision Blizzard's French operations.
Malmhake has spent most of her career working in the beverage industry, but is well versed in the video games sector as a player.
"As a passionate gamer I'm thrilled to be joining the company at such a pivotal time for the industry," she told GamesIndustry.biz.
"As a player I've long admired Activision Blizzard's franchises, which have the power to entertain millions of players and create meaningful social connections. The diversity of the EMEA region, along with the impressive portfolio of products across platforms, presents unique commercial opportunities. I can't wait to join the team to build on their successes in the region".
Activision Blizzard's chief commercial officer Armin Zerza added: "Anna's appointment was the result of a search to find the right talent who could spearhead our future commercial growth in EMEA. Anna brings a wealth of experience in innovative marketing and digital upskilling and I'm excited to be working with her and our teams to deliver engaging content to both new and existing fans across the region.
"I would also like to express our sincere gratitude to Philippe Sauze for his support and accomplishments regionally over the last year, and his continued partnership as Anna joins the team."